THE MOOD HAS BEEN ALLOWED TO DRIFT FROM CELEBRATION TO FRUSTRATION

The mood around Celtic should be one of excitement.

The club has just completed another domestic double. Supporters should be looking ahead to a new season full of optimism, ambition and momentum. Instead, too many fans feel as though a cloud is hanging over Celtic Park.

Why?

Because the only time the club seems eager to communicate is when there’s a new shirt to buy, another piece of merchandise to promote or another commercial campaign to launch. Outside of that, there is very little to inspire confidence or generate excitement.

It didn’t have to be this way.

Football clubs don’t simply react to the news cycle—they create it.

Imagine if Celtic had made an exciting signing on the opening day of the transfer window. Imagine if the board had unveiled a long-term vision to expand the Main Stand and increase Celtic Park’s capacity to 80,000. Even if such a project would take years, supporters would at least know there was a bold plan for the future.

Supporters don’t expect miracles overnight. They expect leadership. They expect ambition. Above all, they expect communication.

Celtic employs around 30 people across its media and communications operation. With that level of resource, there should be a steady stream of positive content every week—updates on infrastructure, academy progress, supporter engagement, charitable work, long-term planning, behind-the-scenes features and genuine insight into where the club is heading.

Instead, the conversation is too often left to rumour, speculation and negativity.

Nature abhors a vacuum, and so does football. If the club doesn’t tell its own story, somebody else will—and that story is rarely told in Celtic’s favour.

None of this is revolutionary thinking. It’s basic modern football communication. The world’s biggest clubs understand that engaging supporters isn’t just about selling products; it’s about building belief, excitement and connection every single day.

Many supporters now feel the board has become too comfortable. Too reactive. Too willing to dismiss legitimate concerns rather than engage with the people who fill the stadium, buy the merchandise, travel across Europe and provide the financial foundation for the club’s success.

Fresh ideas. Fresh ambition. Fresh leadership.

That’s what many supporters believe Celtic needs—not because the club is failing, but because it has the potential to be so much more.

The double should have been the launchpad for a summer full of optimism.

Instead, the mood has been allowed to drift from celebration to frustration.

The question is simple: will the Celtic board finally take control of the narrative, or will they continue allowing silence to speak louder than ambition?